Internal communication as a strategic area for innovation through change management and organizational happiness

Authors

DOI:

https://doi.org/10.25029/od.2021.293.20

Keywords:

Internal communication, strategic communication, organizational communication, innovation, change management, happiness at work

Abstract

This academic research approached innovation from different perspectives, as it is an essential phenomenon for long-term business survival. Its link with innovation, corporate culture and the influence that organizational happiness can have on them was examined from the internal communication approach. The results indicate that it constitutes an essential strategic directive area for the innovative ecosystem by influencing the identification, loyalty, creativity, productivity, well-being and happiness of the workforce, the transmission of knowledge and legitimation of leadership. The practical implications are valuable in associating effective internal communication management with superior innovation performance.

Author Biographies

Andrea Castro-Martínez, Universidad de Málaga (Spain)

Professor and researcher at the University of Malaga since 2016. Previously, she was deputy director for eight years of the degrees in Communication (Journalism and Advertising and Public Relations), Graphic Design and Interior Design at EADE, campus of the University of Wales in Malaga, where she was a teacher of those degrees and the MBA. She has worked in different media and has been a teacher and consultant in Marketing, Advertising and Communication. Her lines of research focus on public relations, internal communication and happiness, strategic communication and new forms of advertising.

Pablo Díaz-Morilla, EADE Estudios Universitarios y Universidad de Málaga (Spain)

Researcher at the University of Malaga. He is director and teacher in the Degrees in Communication (Journalism and Advertising and Public Relations) at EADE University of Wales in Málaga since 2007 and in Higher Artistic Education in Graphic, Interior and Product Design since 2014. He also teaches at the MBA. He has a PhD in Communication at the UMA, he is also a playwright and screenwriter, with works and texts awarded nationally. His line of research focuses on commercial communication, new forms of advertising, theater and cultural products, and public relations.

Las redes sociales en la comunicación: un tema de discusión constante

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Published

2021-02-18

How to Cite

Castro-Martínez, A., & Díaz-Morilla, P. (2021). Internal communication as a strategic area for innovation through change management and organizational happiness. Obra Digital, (20). https://doi.org/10.25029/od.2021.293.20

Issue

No. 20 (2021): Social media in communication: a constant topic of discussion

Section

Miscellaneous

License

Obra Digital uses a Creative Commons International licence 4.0 

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Creative Commons.org Licenses 4.0